Thomas Fudge’s, the premium biscuit brand owned by Fox’s Burton’s Companies (FBC), is launching a butter raspberry and almond Viennese Swirls to tap into the £16.5m ‘indulgent treats’ market and tempt new shoppers to the category.
Valued at £2.4m and growing 27% year-on-year, Thomas Fudge’s is FBC’s fastest-growing brand. The introduction of Viennese Swirls aims to strengthen its position by offering retailers a high-quality, trade-up option.
Sold in packs of seven and weighing 130g, the product is rolling out in Waitrose and Morrisons and will debut in Sainsbury’s in September, with an RRP of £2.80.
David Hebson, Trade Marketing Director at FBC, said: “Our consumer research shows a clear appetite for indulgent, new treats that still feel familiar. The Almond Viennese Whirls hit that sweet spot, bringing together timeless flavours with a premium, Thomas Fudge’s twist. It’s a perfect way for retailers to tap into the growing demand for elevated treats.”
